Brand

Positioning

Late. Subroto Sengupta

About Author

Brand Positioning Strategies for Competitive Advantage

Positioning Concept :

Perceptual map

Consumer’s Perceptual Space

Core thought behind Brand Positioning...

Definition : Positioning is the process by which marketer’s try to create image or identity in the minds of the target market for its Product or Services.

Find a strong position & Sit on It

Positioning : Of what stuff is it made ?

Product Class

Consumer Segmentation

Perceptual Mapping

Brand Benefits & Attributes

Positioning Strategy

1

• Who Am I? (brand in terms of its origins, its family, etc)

• Corporate identity / Brand Endorsement

2• What Am I? (product functional capabilities)

• Benefit & Usage related / Price-Quality

3• For Whom Am I? (brand by target segments)

• Demographic / Behavioural / Psychographic

4• Why me?• Unique Attributes / Competitors

Stretch Your Brand -But watch its limits

Brand Extension

v/sLine Extension

Conclusion :Positioning Is the Fountianhead Decision.

Case Study : BAJAJ AUTO Ltd